SerpentineTech – Annual Sales/Marketing Assessment

ANNUAL SALES/MARKETING ASSESSMENT

USER ACTIVITY Annual Sales/Marketing Assessment

User Content Updates Content update information per user.

Ja pa n

ia

d In

1100 1000 900

728

800

639

700

501

600

Ada Bishop

Erika Traylor

73

Number of Total Asset Views Number of Total Showcase Shares Number of Total Sales via Showcase Share

Johnnie Stetler

Kevin Rhodes

4 0

1 0

0 0

11

61 93

11

Mildred Smith

Number of Total Sessions

1

95

43 9 2

5

Brandon Wilson

198

164

208 152

146 192 7

21

100

71

200

239

300

242

323

400

437

500

Andreas Williams

Jim Cox

Win Show to S case hare Rati o

1:4

N th or

p ro Eu

A

Arnold Swinehart

Michael Pace

Mark Amato

Kimberley Lindsay

6

178 1

3

0 0

10

117

144 19 19

24 6

3

7

12

108

149

190

300

373

458

468

842

a

ic

er

m

e

Ronald Dunn

Samuel Escudero

2

440

3

May

400

June

July

A Po ugu p w s be res e t 4 co en rpo , 2 m ta in 01 e tio t 5 av n ai s la bl e.

Ju Q ne f u 2 Pe orm alif 3, fo rf s yi 2 rm or a ng 01 n s ma d Q 5 be n P ue co ce res st m G s ion e ua s av ra ai nt la e bl e e.

Ju Pr ne be od 2 co u , 2 m ct 015 e vid av e ai os la bl e.

M La ay un 7, ch 20 of 15 ap p.

USER ACTIVITY

Annual Sales/Marketing Assessment

Administrator Content Updates User sessions versus content updates over time.

360

320

280

240

200

160

120

80

40

August

September

October

November

December

4

e

D Pr ece gr od m ow u be r s ct su im 1, 2 bs ag 0 ta e 15 nt da ia ta lly b . as

O Te cto a c b be nd hn er i 25 m c co a m ult l p , 2 e ip re 0 av le s 15 ai la en la ng ta bl u ti e. a on ge s s

USER ACTIVITY Annual Sales/Marketing Assessment

User Content Updates Content update information per user.

User

Percent of Year Content Up-to-Date

Ada Bishop

93%

Brandon Wilson Erika Traylor Mildred Smith Johnnie Stetler Kevin Rhodes Andreas Williams Jim Cox Ronald Dunn Arnold Swinehart

70% 50% 70% 83% 73% 93% 93% 93% 90%

Michael Pace Mark Amato Kimberley Lindsay

93% 83% 96%

Samuel Escudero

93%

Con Date tent for A Up to vera ge o f

79 % of Y ear.

5

MARKET ACTIVITY 5400 5200

d e w ed e i V iew s e t V u s n t i M Asse atio R to

5000 4800 4600 4400

5 .

2

4200 4000

1:

3800 3600 3400 3200 3000 2800 2600 2400

3,218

2200 2000 1800 1600 1400 1200

1,056

1,020

1000 720

800

584

600

394

400 200

Newspaper

Commercial

Packaging

Number of Total Asset Views Total Asset View Time Spent in Minutes 6

USER ACTIVITY Annual Sales/Marketing Assessment

Sales Generated With and without showcases.

Sales Generated with Showcases (65) Sales Generated without Showcases (76)

54%

7

46%

4.3

U.S. Dollars Generated With and without showcases.

M Do illio Ge llars n U.S ner in Sho ate Sal . wc d w es ase ith s.

Sales Generated with Showcases in U.S. Dollars ($4,342, 230.65) Sales Generated without Showcases in U.S. Dollars ($4,898,785.53)

53%

47%

8

CUSTOMER ACTIVITY Annual Sales/Marketing Assessment

Top Ten Most Viewed Assets by View In customer viewed showcases shared from orders won.

Inspection System.mov (118)

PDF – V.pptx (33)

SerpentineTech_Video.mp4 (67)

DC – IS.pptx (31)

Inspection System_RB.pdf (51)

Color Measurement System_English.pdf (28)

Color Quality Solution.mov (45)

DataCentral_German.pdf (28)

Color Measurement System on Film.mov (40) Autotron 2600_SS.pdf (38)

6%

6% 25%

6% 7% 8%

14% 8% 9%

9

11%

Top Ten Most Engaging Assets by Minutes In customer viewed showcases shared from orders won.

Autotron 2600 QQ Form.pdf (7,112.50)

DIS.pptx (64)

Ribbon Control System_Specs.pdf (904.25)

DataCentral_German.pdf (58)

Inspection System.mov (247)

SerpentineTech_Video.mp4 (55.50)

Autotron 2600_SS.pdf (107.25)

Color Measurement System on Film.mov (40)

Color Quality Solution.mov (89) Instrument Flight.pdf (72)

<1%

1% 1%

3% 10%

81%

10

CUSTOMER ACTIVITY Annual Sales/Marketing Assessment

Top Ten Most Viewed Presentations by View In customer viewed showcases shared from orders won.

Inspection System_RB.pdf (51)

Waste Management System_RB.pdf (19)

Autotron 2600_SS.pdf (38)

CMS.pptx (18)

PDF – V.pptx (33)

Register Guidance System_Newspaper_RB.pdf (18)

DC – IS.pptx (31)

Our Company.pdf (16)

Color Measurement System_English.pdf (28) DataCentral_German.pdf (28)

6%

6%

18%

6% 7%

14%

10% 12% 10%

11

11%

Top Ten Most Engaging Presentations by Minutes In customer viewed showcases shared from orders won.

Ribbon Control System_Specs.pdf (904.25)

PDF – V.pptx (23.25)

Autotron 2600_SS.pdf (107.25)

InspectionSystem_German.pdf (22)

Instrument Flight.pdf (72)

Inspection System_RB.pdf (11.50)

DIS.pptx (64)

Color Control System_Specs_ES.pdf (11.50)

DataCentral_German.pdf (58) Register Guidance System – Newspaper_SS.pdf (30)

1% 1%

2% 2% 2%

4% 5% 6%

8%

69%

12

CUSTOMER ACTIVITY Annual Sales/Marketing Assessment

Top Ten Most Viewed Presentation Pages by View In customer viewed showcases shared from orders won.

Autotron 2600_SS.pdf (Page 1) (32)

Autotron 2600_SS.pdf (Page 8) (30)

Autotron 2600_SS.pdf (Page 9) (30)

Autotron 2600_SS.pdf (Page 2) (30)

Autotron 2600_SS.pdf (Page 10) (30)

Autotron 2600_SS.pdf (Page 7) (30)

Autotron 2600_SS.pdf (Page 3) (30)

Inspection System_RB.pdf (Page 2) (29)

Autotron 2600_SS.pdf (Page 5) (30) Autotron 2600_SS.pdf (Page 6) (30)

9%

11% 10%

10%

10%

10%

10%

10% 10%

13

10%

Top Ten Most Engaging Presentation Pages by Minutes In customer viewed showcases shared from orders won.

Ribbon Control System_Specs.pdf (Page 1) (903.875)

Autotron 2600_Specs.pdf (Page 4) (5.25)

Autotron 2600_SS.pdf (Page 1) (88)

Inspection System_RB.pdf (Page 2) (4)

DIS.pptx (Page 1) (64)

Color Quality Solution_Specs.pdf (Page 2) (4)

Instrument Flight.pdf (Page 2) (35)

Inspection System_SS.pdf (Page 2) (4)

Register Guidance System – Newspaper_SS.pdf (Page 1) (15) DataCentral_German.pdf (Page 17) (13.25)

<1%

1% 1% 3% 6% 8%

80%

14

CUSTOMER ACTIVITY Annual Sales/Marketing Assessment

Top Ten Most Viewed Videos by View In customer viewed showcases shared from orders won.

Inspection System.mov (118)

MultiCam_1.mov (10)

SerpentineTech_Video.mp4 (67)

Register Guidance System_Commercial.mov (10)

Color Quality Solution.mov (45)

Inspection System_1.mov (8)

Color Measurement System on Film.mov (40)

Web Viewing System.mov (6)

Color Measurement System_1.mov (11) Color Measurement System_2.mov (10)

2% 2%

3% 3% 3% 3%

12%

37%

14%

21%

15

Top Ten Most Engaging Videos by Minutes In customer viewed showcases shared from orders won.

Inspection System.mov (247)

Digital Ink System_Video.mov (4)

Color Quality Solution.mov (89)

Inspection System_1.mov (3.75)

SerpentineTech_Video.mp4 (55.50)

MultiCam LED Lighting.mov (3)

Color Measurement System on Film.mov (40)

Color Measurement System_1.mov (2.50)

Web Viewing System.mov (14) Register Guidance System_Commercial.mov (10.50)

<1%

1% 2% 3% 9% 12% 53% 19%

16

KEY TAKEAWAYS Annual Sales/Marketing Assessment

1 of 4 Sales Won Received a Showcase More shares equals more sales closed.

A correlation can be made between the increased sharing from the Sales Enablement Solution and increased sales.

• 4.3M in sales included showcase sharing, 46% of all orders since sales enablement launch • Tool is being used to generate $16M worth of conversation

Total User Sessions Increasing on Average Targeted content designed for specific customer demographics increase use of tool.

The adoption of the Sales Enablement Solution among sales teams is increasing over time with the addition of more customized marketing features and content.

• One key trigger of this outcome was the release of translations in Chinese, Japanese, Spanish, German, and French • Updates are quick and released to sales in real-time enabling teams to use the content immediately at peak relevance to the market

Short Time Window to Impact Viewer Approximate engagement time for viewer is 20 seconds per asset.

There is a need for more customer centric sharing of content. Impacts of content increase when specific pieces of content are shared with relevant information rather than entire presenations outlining full product scope.

Giving too much reduces engagement by making the customer search for relevant content amid bodies of irrelevant content.

• Customer needs analysis should preceed sharing of content with the customer • 56% of top asset views are video based and only 12% of those videos rated as top engaging • The average engagement time per video is less than 30 seconds • There is a case to have more enaging video as it is highly desired but less engaging

17

RECOMMENDATIONS Sales Training on Sharing Strategy Evolve sales strategy to align a, “less is more,” approach to content sharing.

A correlation between the increase number of shares from the Sales Enablement Solution and closed sales exists. However, engagement levels of full presentations is low when compared to engagement levels of individual presentation pages.

• Implement an educational program to coach sales to share specific pieces of relevant content with customers rather than full presentations of content • Integrate blog articles related to specific products for sales teams to share with customers to further engage them on how products are positioned in the market

Project Quotes Continue to increase user engagement by releasing this new feature.

One aspect of the sales process that could provide insight into the strength of the sales funnel is the project quote. Include project quotes into the Outbound Markeitng Solution for delivery to the customer as a showcase and measure engagement of that quote.

• Track who within your customer’s organization is viewing and sharing the quote • Observe which pages of the quote are being viewed to determine your customers interest level i.e. engagement levels may read higher on pages outlining price vs. product installation process

Video Content Invest in process oriented videos of all products.

Data suggests that the most engaging videos are process oriented, meaning they focus on the process of how to setup a project and make diagnostics analysis from hardware during a press run.

• Videos should be no longer than three minutes in length in total • Smaller video cuts of major portions of setup and diagnostics during a press run for optimizing sharability of the content

18